Challenge
A company specializing in organizing and broadcasting live events (concerts, festivals, movie premieres) noticed a lack of interest in its ads. Campaigns were often misguided and poorly targeted.
Action
- Collecting and analyzing user data
The system tracked viewing history (favorite genres, programs, artists), interactions with content, and website browsing data (e.g., clicks on a specific article). Demographic data was also analyzed. - Creating dynamic segments
Based on the data, users were divided into groups. The segments were updated on an ongoing basis depending on changing viewing habits. - Real-time ad personalization
Ads were selected not only based on the viewer segment, but also on the context. For example, ads for a specific singer's concert were only shown to viewers who were watching a festival featuring that singer. The system controlled the number of times the same ad was shown to a given viewer to avoid irritation and communication fatigue.
Results
- Conversion increased by 15%.
- Due to better ad targeting, more people wanted to attend the event. Viewership of the broadcast increased by 19%.
- Viewer satisfaction improved by 12%, as confirmed by NPS research.
